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For decades, Oreck has appeared in cheesy TV commercials, introducing himself with a cheerful, "Hi, I'm David Oreck," and showing how his mail-order vacuum is powerful enough to suck up bowling balls while being so light that a hotel maid in white cap and apron can lift it with a finger.On the radio, the onetime door-to-door phonograph salesman may hawk the Oreck XL by quoting satisfied customers, or the woman whose 7-year-old grandson identified Oreck - instead of Herbert Hoover - as the U.S. president with the same name as a vacuum cleaner."That kid may be on to something," Oreck says in that ad.The strategy has worked well for Oreck, who started the privately held Oreck Corp. in 1963.Oreck's first vacuum cleaner was a redesigned Whirlpool. He has since sold millions of the appliances - they currently go for $300 to $400 each - and his products now include air filters, steam irons, and a vacuum with a built-in radio.The company employs 1,500 people - 500 of them at the vacuum cleaner factory in Long Beach, Miss.At Drexel, Oreck, a square-shouldered World War II Army Air Forces navigator who still flies his own antique planes and rides Harley Davidson motorcycles, explained his reasons for identifying his vacuum cleaners and his company so closely with himself."

There is a certain facelessness and namelessness to business today," Oreck said. "But people are still people, and they relate to other people."If they bought my product and they have a problem, they call me, and they write to me," he said."If you buy a Chevy, who do you call? And, he said, the mail comes in floods. "I call 'em love letters. People say, 'Your product is even better than you said.' I hear that a lot, and I never get tired of hearing it."He insisted that he actually uses his vacuum cleaner at home. "Darn right," he said.His wife, Jan Oreck, 49, confirmed the claim. "He does," she said. "He is a neatnick."Oreck said he tried to keep his message simple and clear. He played some television commercials. One showed Oreck sitting with his bald head under a bowling ball that is being held aloft only by the grip of his vacuum cleaner's suction. In another, Oreck holds a vacuum whose suction appears to be straightening the Leaning Tower of Pisa."It's clear," said the lecturer. "Most people are astonished by simplicity."